Redesign Plan

Product: Extra Chewing Gum

Target: Women ages 18-34
We will be redesigning the packaging for Extra Chewing Gum. Te current
package lacks individuality and does not compete well with the other brands like
Stride and 5 Chewing Gums. With this new design, customers will be more will-
ing to buy Extra instead of other brands.
Our target group is women 18-34 years old. We want to keep costs the same and
simply upgrade the packaging. Extra has a history of being a favorful and well-
known brand but with all the new brands popping up, it has lost its edge. We are
going to restore that.
We are going to make the package design look simple, yet recognizable. Sof
colors mixed with bright colors will achieve the look that we want. Tis will make
Extra gum stick out when placed next to other gums at stores and it will persuade
customers to buy Extra gum instead of the other leading brands.
We are also going to focus no the good things about Extra. It is a long-lasting
gum that has great favor. It is even better than other gums in this area but most
customers dont realize that because it is not touched on in advertising. Te new
packaging will increase brand loyalty, making it easier to gain and keep custom-
ers.
With this new packaging, Extra Gum will see an increase in sales and a steady
climb upwards in brand loyalty. Tis is our goal with the redesign.

Style Guide
CMYK: 11 5 7 0
RGB: 223 229 230
Pantone: 7541 C
Hex: #dfe5e6
CMYK: 50 42 42 6
RGB: 133 133 132
Pantone: 877 C
Hex: #858584
CMYK: 0 76 54 0
RGB: 254 100 100
Pantone: 178 C
Hex: #fe6464
CMYK: 0 19 100 0
RGB: 255 203 0
Pantone: 116 C
Hex: #fcb00
CMYK: 43 0 72 0
RGB: 150 223 115
Pantone: 7487 C
Hex: #96df73
CMYK: 56 21 0 0
RGB: 104 172 229
Pantone: 284 C
Hex: #68ace5
Copy Font
BlairMdITC TT
Minion Pro Regular
Minion Pro Bold
Packaging font
BlairMdITC TT
Corbel
Corbel Bold
All font used for marketing
purposes should be a form of
BlairMdITC TT, Minion Pro
Regular, or Minion Pro Medium.
Regular should be used for body
copy, while medium can be used
to emphasize. BlairMdITC TT can
be used for headings and titles.
All font should be between 8 and
12 points.
Te titles on the actual packaging
should be BlairMdITC TT. All
other body copy should be Corbel,
with Corbel Bold being used for
emphasis. Tese fonts do not
include the stylized logo. Te fonts
on the packaging should be sized
according to the package size.
Style Guide
Logo
Tis logo should be used on all print. Te color should never change and
should never be printed on a package that is the same color. If needed, the
logos opacity can be lowered to no less than 30 percent. Te logo should be
placed on the center fap of all gum packaging, as well as in the top lef hand
corner of any marketing print. It should always be at least 1/4 away from
sides. Te logo should be sized according to its surroundings. It should never
be too small to read.
Package Design